The controversial Millennium Dome is being presented as a place
where people’s dreams can be turned into reality, in new TV advertising
breaking this week.
Each dream is represented as a shooting star flying into the night sky
in the 40-second film by M&C Saatchi. It spearheads a pounds 4 million
campaign to attract 12 million visitors to the Dome next year.
The TV initiative, timed to coincide with the beginning of ticket sales
for the Dome, is being supported by 5,000 posters in high street bus
shelters and at train stations.
There will also be extensive below-the-line activity including the
distribution of seven million consumer leaflets and 2.75 million door
Sholto Douglas-Home, the New Millennium Experience Company’s director of
marketing and communications, said: ’Our campaign’s objective is to
bring the Dome experience to life.
’It will excite and intrigue the public about what’s inside the Dome and
emphasise that spending a day there will be an amazing way to celebrate
the new millennium.’
The commercial opens at dusk with a young man standing in front of a
tower block and thinking that ’one day I’ll land on earth like aliens
from outer space’. Other people talk of being able to travel through a
human body or go on a million pound spending spree.
The film ends with the sun rising over the Dome while a voiceover tells
viewers that the millennium centrepiece can realise these dreams.
The commercial was written by Angela Jones, art directed by David
Graham-Dao and directed by Malcom Venville. Media buying is through